Driving Webinar Registration and Attendance | ON24
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Benchmarks Report: Methodology • ON24 supports over 23,000+ Webinars annually • Study of 2300+ Webinars • Cross section of 500 companies • Companies in study range from SMB-Enterprise • Across all verticals Data drawn from webinars delivered between 01-12 2012 http://communication.on24.com/webinarbenchmarkreport2013
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Driving Webinar Registration and Attendance | ON24
- 2. Biggest Webinar Challenges: Poll results! Driving Registration: #1 ranked challenge to delivering successful webinars! Results: ON24 Benchmarks Webinar Poll! 2 | ©ON24, Inc. All Rights Reserved.!
- 3. Challenges to Driving Webinar Registration & Attendance ! There are a LOT of webinars to choose from. Most run on same day, at same time…! 3 | ©ON24, Inc. All Rights Reserved.!
- 4. Challenges to Driving Webinar Registration & Attendance ! Schedules often don’t include free hours during the middle of the day…! 4 | ©ON24, Inc. All Rights Reserved.!
- 5. Challenges to Driving Webinar Registration & Attendance ! Catching your prospects at a moment of receptivity! 5 | ©ON24, Inc. All Rights Reserved.!
- 6. Webinar Registration Benchmarks! 6 | ©ON24, Inc. All Rights Reserved.!
- 7. ON24 Benchmarks Report: Methodology! • ON24 supports over 23,000+ Webinars annually! • Study of 2300+ Webinars! • Cross section of 500 companies ! • Companies in study range from SMB-Enterprise! • Across all verticals! • Data drawn from webinars delivered between JanuaryDecember 2012!
- 8. Webinar Benchmarks: Driving Registration! Most Effective Tools for Driving Registration! 80% of leads delivered from:! 1. Email! 2. Website! 3. Emails from Sales! 4. Third Party ! 80%! 20%! 20% of leads:! 1. Partner Promotions! 2. Banner Ads! 3. SEM! 4. Social Media! 8 | ©ON24, Inc. All Rights Reserved.!
- 9. Webinar Benchmarks: Driving Registration! Start Early and Finish Strong! 64%! 64%! Register the week of live webinar! 36%! 36%! Register over one week before webinar! 7+ Days! 9 | ©ON24, Inc. All Rights Reserved.! 2 to 7 Days! Day Before! Day of Event!
- 10. Webinar Benchmarks: Driving Registration! Best Days to Send Promotional Emails! Days of the Week with Most Registrants:! Optimal Days: Tuesday & Wednesday! 10 | ©ON24, Inc. All Rights Reserved.!
- 11. Webinar Benchmarks: Driving Registration! Best Times to Schedule Your Webinars! Webinars by Time of Day-Top 5! Key Finding: Schedule Webinars to accommodate both coasts, to increase registration and attendance! 11 | ©ON24, Inc. All Rights Reserved.!
- 12. Webinar Benchmarks: Driving Registration! Registrant to Attendee Conversion! 12 | ©ON24, Inc. All Rights Reserved.!
- 13. Driving Registration & Attendance Best practices ! 13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.!
- 14. Promoting Your Webinars! for driving Registration! Sales Online ads Emails Driving Registration SEM Website Social Media 14 | ©ON24, Inc. All Rights Reserved.! Other Webcasts
- 15. Promoting Your Webinars! Compelling promotional copy can mean the difference between registrants and blank stares! • Keep it short! • Strong opener! • Use bullets to highlight content! • Don’t be pitchy! • Focus on value proposition! • Don’t overpromise! • Make sure you are speaking to the right audience, with the right language! • Professional look & feel! • Don’t gate for too much data! 15 | ©ON24, Inc. All Rights Reserved.!
- 16. Promoting Your Webinars! Promote from Different Angles! Email 1: 7 days in advance ! 16 | ©ON24, Inc. All Rights Reserved.! Email 2: Day before webinar!
- 17. Promoting Your Webinars! More Effective Landing Pages! Embed links to social media on your landing pages. This allows registrants to share the event with their peers. ! Enable registrants to add your webinar to their business calendar. This increases attendance rates dramatically. ! 17 | ©ON24, Inc. All Rights Reserved.!
- 18. Increasing Attendance! Reminder Emails:! • Increase Attendance! • Allow Social Sharing! • Integrate Calendar! ! 18 | ©ON24, Inc. All Rights Reserved.!
- 19. Webinar On-Demand Strategy! 19 | ©ON24, Inc. All Rights Reserved!
- 20. Importance of On-demand! Registrant to Attendee Conversion: LIVE DATE! *2013 ON24 Webinar Benchmarks Report! 20 | ©ON24, Inc. All Rights Reserved.! Registrants that attend ondemand:!
- 21. Archiving Your Webinar: 1st Steps! • • • • • Webinars should be available ondemand within 48 hours of your live event! On-demand notification/link sent to ALL registrants (attend or nonattend)! All interactive tools remain active: Polls, Q&A, Surveys, Social Media! Host link to archived webinar on website! Send link to on-demand webinar to sales and marketing teams (with brief description)!
- 22. Build Webinar Channels! • Create Webinar Channels on your website! • Central locations for all archived webinars! • Single sign-up to view all webinars! • Enables easy searching for content! • Promotional Copy & Date!
- 23. Syndicate Webinar Channels! Capture new audiences by publishing your channels to partner sites, blogs, etc.! Social Media! Blog Sites! Webcast Channel ! Forums!
- 24. Don’t Stop Promoting! • Continue to promote your archived events! • Utilize your marketing mix! • Secondary tools take on new importance! • Campaign Tracking! • Stagger promotions to avoid over-saturating !
- 25. Use “staggered” approach to promoting on demand content! April! Webinar A! July: Webinar C! • Avoid over-promotion! • Stagger messaging! • Avoid competing with other promotions! May: Webinar B! September: Webinar A! Let business relevance dictate your on-demand strategy & promotions! 25 | ©ON24, Inc. All Rights Reserved.!
- 26. Use Results of Live Webinar to Promote On-Demand! Leverage Results of:! • Polls! • Surveys! • Q&A! • Speaker Comments! 26 | ©ON24, Inc. All Rights Reserved.!
- 27. Summary: ! • • • • • • • • Leverage full marketing mix! Promote from different angles! Build intelligent landing pages & reminder emails! Leverage social media to share your events! Have an on-demand strategy to increase registration! Don’t stop promoting archived webinars! Stagger on-demand promotions! Leverage results of live webinar to promote on-demand! 27 | ©ON24, Inc. All Rights Reserved.!
- 28. Thank You www.ON24.com! 28 | ©ON24, Inc. All Rights Reserved. !
Editor's Notes
- Note: this is for BtoB applications. BtoC might be more effective on weekends.
- Turnkey solutionAudience GenerationFull-service supportEnd-to-endOn-going stream of leadsOne complete solutionUnderstand IBM’s goals/objectivesGet involved with audience generation (multi-publisher)Full-service project mgmt